市场营销中不正当竞争行为研究

Research on Unfair Competition Behavior in Marketing

近年来,随着中国市场经济的不断向前发展,竞争环境日益激烈,随之而来的就是不正当竞争行为也逐渐增多。面对这些不正当的竞争行为,在市场营销中人们该何去何从呢?笔者立足于市场发展规律,将市场营销中的不正当竞争行为进行分类,分别对其含义、理论、价值取向、研究意义以及特征等进行了详细的叙述,并且系统地针对市场营销的促销策略中出现的一些不正当行为进行了描述,旨在可以有效地避免在市场营销过程中发生类似不正当竞争行为,从而为正确开展市场竞争提供切实可行的理论借鉴和依据。

In recent years,with the continuous development of China's market economy,the competitive environment is becoming increasingly fierce,followed by an increasing number of unfair competition.Faced with these unfair competition,where should people go in marketing?Based on the law of market development,the author classifies the unfair competition in marketing into two categories,and describes its meaning,theory,value orientation,research significance and characteristics in detail,and systematically expounds some unfair behaviors in the marketing promotion strategy,aiming at effectively avoiding similar unfair behaviors in the marketing process.The legitimate competition behavior can provide practical theoretical reference and basis for the correct market competition.